Innovation in public relations theory and practice

Abstract

Purpose The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives. Design/methodology/approach The approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach. Findings An innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated. Research limitations/implications The paper examines only one case to illustrate the TNT approach. Practical implications The TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations. Originality/value There has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

“Sharing Is Caring”: Participatory Storytelling and Community Building on Social Media Amidst the COVID-19 Pandemic

“…Further, since this Facebook group lacks expert guidance, the members’ participatory storytelling mainly stayed in a level of providing moral or emotional support, rather than addressing practical problems (e.g., long waiting of polymerase chain reaction test). Thus, it becomes essential to adopt Coombs and Holladay’s (2018) hybrid model of planned (organization-led) and emergent (community/users-generated) storytelling, or to integrate expert knowledge with different local experiences to foster desired health behaviors ( Holmes & McEwen, 2020 ). With the host organization’s (i.e., NMA) strategic planning, the current drawback of unsustained participatory storytelling (e.g., large reduction of posts after 2021) could have been improved to build long-term, relational trust with local communities.…”

CSR as an impression-management strategy: the joint effect of disclosure tone management and earnings management

“…In this context, prior studies have denoted that CSR reporting can be used to proactively abate societal pressure (Reid and Toffel, 2009;Christensen et al, 2021). Through CSR reports, companies communicate their social and environmental activities, signal their integrity and transparency and enhance their reputation (Aras and Crowther, 2011;Christensen, 2016) to obtain stakeholders' trust and consensus (Coombs and Holladay, 2012). Firms may use various impression management techniques to improve their image and reputation (García-S anchez et al, 2019;Merkl-Davies and Brennan, 2007).…”

“…CSR reporting is often defined as the disclosure and the communication of information about CSR and sustainability issues including a firm's environmental and social activities and policies. Through CSR reports, companies communicate their social and environmental activities, signal their integrity and transparency and enhance their reputation (Aras and Crowther, 2011;Christensen, 2016) to obtain stakeholders' trust and consensus (Coombs and Holladay, 2012) which might influence their decision-making (Dhaliwal et al, 2012;Kim et al, 2012;Radhakrishnan et al, 2018). Communicating about environmental and social activities is often considered as a strategy to gain social legitimacy (Zott and Huy, 2007) and maintain a firm's reputation.…”

The effect of narrative persuasion on interpersonal talk and attitude (the case of COVID-19)

“…Narrating is one of the most important trends of research in the fields of management (Martin, 2016;Sonenshein, 2010), public relations (Coombs and Holladay, 2018), leadership (Denning, 2007;Watts et al, 2018), psychology (Greene and Brock, 2003;Mar, 2011) and technologymediated communications (Dettori et al, 2006). From time immemorial, religious leaders, politicians, and those in marketing have relied on stories and narratives to change people's attitudes, beliefs, and behaviors (Gottschall, 2012).…”